New Work: Reel Fish Coastal Kitchen & Bar Brand Development

March 27, 2017 at 3:36 pm

 
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One fish, two fish, red fish, Reel Fish.

With a 25-year track record of developing successful restaurant concepts nationwide, owner and restaurateur Fred Thimm sought help in creating the initial branding for his latest eatery–Reel Fish Coastal Kitchen & Bar.

A contemporary version of a traditional Southern “fish camp,” Reel Fish delivers fresh, seasonal fish sustainably sourced from the Atlantic Ocean and Gulf of Mexico. Always up for a challenge, Munroe jumped at the opportunity to bring this modern spin on a downhome classic to life.

Already well aware of our work on refreshing the brand experience of the iconic Hard Rock Café, as well as our experience in creating brand identities for Copeland’s, The Palm and Stoney River steakhouse, Fred knew of the type of expertise and attention to detail Munroe would reel in to this project.

To capture the authenticity of a “fish camp” while also elevating the dining experience, we developed a simple brand identity that embodied the feeling of a relaxed, yet passionate, coastal restaurant.

Serving as the foundation for all accompanying touchpoints, this framework allowed us to create a cohesive brand experience–from the menus, coasters, and signage to the interior experience, including a feature mural in the dining room.

Each component of the creative was designed to capture the friendly, approachable nature of the restaurant while communicating the freshness and quality of the food and drink. The tonality of the messaging stayed true to the fun, free and casual atmosphere of dining seaside.

To further strengthen the brand and raise awareness of this new restaurant concept, we created a responsive website with integrated reservation functionality. By creating a bold, seamless online experience in tandem with other deliverables, the Reel Fish brand promise was truly brought to life.

In the end, we brought the essence of a traditional Southern “fish camp” into the 21st century while bringing the client’s vision to life. Needless to say, we had a whale of a time.